Trends in a messaging platform

ABSTRACT

A method of operating a messaging platform, including: obtaining, for a first profile of the messaging platform, a trending entity within a first topic of interest to the first profile; accessing a first plurality of messages classified as the first topic of interest; retrieving a subset of the first plurality of messages corresponding to the trending entity; and sending content associated with the subset for display to a user of the first profile.

This application is a continuation application of U.S. patent application Ser. No. 14/329,782, filed on Jul. 11, 2014, which is herein incorporated by reference in its entirety.

BACKGROUND

Within a messaging platform, messages regarding all sorts of topics may be exchanged between users. Exposing a user to all of the messages would likely overwhelm the user and make it nearly impossible for the user to find content that is of interest to the user.

SUMMARY

In general, in one aspect, the invention relates to a method of operating a messaging platform. The method comprises: obtaining, for a first profile of the messaging platform, a trending entity within a first topic of interest to the first profile; accessing a first plurality of messages classified as the first topic of interest; retrieving a subset of the first plurality of messages corresponding to the trending entity; and sending content associated with the subset for display to a user of the first profile.

In general, in one aspect, the invention relates to a messaging platform system. The messaging platform system comprises: a processor; a topic repository storing: a first plurality of messages classified as a first topic of interest; and a second plurality of messages classified as a second topic of interest; a search engine executing on the processor and configured to: obtain, for a first profile of the messaging platform, a trending entity within the first topic of interest; retrieve a subset of the first plurality of messages corresponding to the trending entity; and send content associated with the subset for display to a user of the first profile.

In general, in one aspect, the invention relates to a non-transitory computer readable medium (CRM) storing instructions for operating a messaging platform. The instructions comprise functionality for: obtaining, for a first profile of the messaging platform, a trending entity within a first topic of interest to the first profile; accessing a first plurality of messages classified as the first topic of interest; retrieving a subset of the first plurality of messages corresponding to the trending entity; and sending content associated with the subset for display to a user of the first profile.

Other aspects of the invention will be apparent from the following description and the appended claims.

BRIEF DESCRIPTION OF DRAWINGS

FIGS. 1-3 show schematic diagrams in accordance with one or more embodiments of the invention.

FIGS. 4-7 show flowcharts in accordance with one or more embodiments of the invention.

FIG. 8 shows a computer system in accordance with one or more embodiments of the invention.

DETAILED DESCRIPTION

Specific embodiments of the invention will now be described in detail with reference to the accompanying figures. Like elements in the various figures are denoted by like reference numerals for consistency.

In the following detailed description of embodiments of the invention, numerous specific details are set forth in order to provide a more thorough understanding of the invention. However, it will be apparent to one of ordinary skill in the art that the invention may be practiced without these specific details. In other instances, well-known features have not been described in detail to avoid unnecessarily complicating the description.

In general, embodiments of the invention provide a messaging platform system, a method for operating a messaging platform, and a non-transitory computer readable medium storing instructions for operating a messaging platform. Within the messaging platform, topics of interest and trending entities within the topics of interest are identified for a profile. Then content (e.g., messages, images, links to images and/or news stories, etc.) associated with the identified trending entities is retrieved and sent for display to a user of the profile.

FIG. 1 shows a schematic diagram of a system in accordance with one or more embodiments of the invention. Specifically, FIG. 1 shows a social network application (100) and a client (120) in accordance with one or more embodiments of the invention. The social network application (100) may also be referred to as a messaging platform in accordance with one or more embodiments of the invention.

A social network application (100) connects users to other users (i.e., clients) of the social network application (100), exchanges social networking messages between connected users of the social network application (100), and provides an interface for a user to create and view social network messages. In one or more embodiments of the invention, social network messages are broadcast social networking messages that are transmitted to at least a set of users. The users in the set may be self-selected (e.g., followers of the transmitting user) or users that satisfy a certain status with the transmitting user (e.g., belong to a group, friend, family, etc.). The social networking messages may include, for example, a comment from a user on a document, personal status update, a reference to a document, and other information.

Further, in one or more embodiments of the invention, the social networking application (100) includes functionality to receive an original reference from a user for a document, generate a social network reference from the original reference, and transmit the social network reference to other users. Thus, a user may share the document via the social network application (100) by sending a message containing a reference to the document to other users or posting a social network reference to the document. In one or more embodiments of the invention, the original reference is a reference to the location of the published document, such as a uniform resource locator (URL) of a web page. The social network reference is an indirect reference to the location of the published document. The social network application may be configured to perform analytics on the engagement of the social network reference and/or shorten the original reference. For example, the social network reference and the original reference may be a hypertext transfer protocol link or another mechanism for referencing the location of a document.

As shown in FIG. 1, the social network application (100) has multiple components including a trends module (150), a machine learning module (not shown), a topic repository (138), a frontend module (125), a routing module (155), a graph fanout module (130), a delivery module (135), a trends repository (140), a connection graph repository (142), a stream repository (144), and an account repository (146). Various components of the social network application (100) (e.g., trends module (150)) may be located on the same hardware device (e.g., a server, mainframe, desktop Personal Computer (PC), laptop, Personal Digital Assistant (PDA), telephone, mobile phone, kiosk, cable box) or may be located on separate devices connected by a network (e.g., a local area network (LAN), the Internet, etc.). Those skilled in the art will appreciate that there may be more than one of each separate component running on a device, as well as any combination of these components within a given embodiment of the invention.

In one or more embodiments of the invention, the social network application (100) is a platform for facilitating real-time communication between one or more entities. For example, the social network application (100) may store millions of accounts of individuals, businesses, and/or other entities (e.g., pseudonym accounts, novelty accounts, etc.). One or more users of each account may use the social network application (100) to send social networking messages to other accounts inside and/or outside of the social network application (100). In one or more embodiments of the invention, an account is referred to as a profile. The social network application (100) may be configured to enable users to communicate in “real-time”, i.e., to converse with other users with a minimal delay and to conduct a conversation with one or more other users during simultaneous sessions. In other words, the social network application (100) may allow a user to broadcast social networking messages and may display the social networking messages to one or more other users within a reasonable time frame so as to facilitate a live conversation between the users. Recipients of a social networking message may have a predefined graph relationship with an account of the user broadcasting the social networking message. In one or more embodiments of the invention, the user is not an account holder or is not logged in to an account of the social network application (100). In this case, the social network application (100) may be configured to allow the user to broadcast social networking messages and/or to utilize other functionality of the social network application (100) by associating the user with a temporary account or identifier.

In one or more embodiments of the invention, the connection graph repository (142) is configured to store one or more connection graphs. FIG. 1B shows an example depiction of a connection graph (299) in accordance with one or more embodiments of the invention. As shown in FIG. 1B, the connection graph (299) has multiple components including nodes representing accounts of the social network application (100) (i.e., Account A (200), Account B (202), Account C (204), Account D (206), Account E (208), Account F (210), Account G (212)) and edges connecting the various nodes. In one or more embodiments of the invention, an account is also referred to as a profile.

The connection graph (299) is a data structure representing relationships (i.e., connections) between one or more accounts. The connection graph (299) represents accounts as nodes and relationships as edges connecting one or more nodes. A relationship may refer to any association between the accounts (e.g., following, friending, subscribing, tracking, liking, tagging, and/or etc.). The edges of the connection graph (299) may be directed and/or undirected based on the type of relationship (e.g., bidirectional, unidirectional), in accordance with various embodiments of the invention.

Returning to FIG. 1, in one or more embodiments of the invention, the routing module (155) includes functionality to receive one or more social networking messages, to assign an identifier to the social networking message, and to notify the graph fanout module (130) of a sender of the social networking message.

In one or more embodiments of the invention, the graph fanout module (130) includes functionality to retrieve graph data from the connection graph repository (142) and to use the graph data to determine which accounts in the social network application (100) should receive the social networking message. The graph data, for example, may reflect which accounts in the social network application are “following” a particular account and are, therefore, subscribed to receive status social networking messages from the particular account.

In one or more embodiments of the invention, the delivery module (135) includes functionality to receive a list of accounts from the graph fanout module (130) and the message identifier generated by the routing module (155) and to insert the message identifier into stream data associated with each identified account. The delivery module (135) may then store the message list in the stream repository (144). The stream data stored in the stream repository (144) may make up one or more streams associated with one or more accounts of the social network application (100). A stream may be a dynamic list of social networking messages associated with one or more accounts or may reflect any arbitrary organization of social networking messages that is advantageous for the user of an account.

In one or more embodiments of the invention, the frontend module (125) is a software application or a set of related software applications configured to communicate with external entities (e.g., client (120)). The frontend module (125) may include the application programming interface (API) and/or any number of other components used for communicating with entities outside of the social network application (100). The API may include any number of specifications for making requests from and/or providing data to the social network application (100). For example, a function provided by the API may provide artist/song recommendations to a requesting client (105).

In one or more embodiments of the invention, the frontend module (125) is configured to use one or more of the data repositories (topic repository (138), trends repository (140), connection graph repository (142), stream repository (144), and/or account repository (146)) to define streams for serving social networking messages (i.e., stream data) to a user of the account on the social network application (100). A user may use any client (120) to receive the social networking messages. For example, where the user uses a web-based client to access the social network application (100), an API of the frontend module (125) may be utilized to define one or more streams and/or to serve the stream data to the client for presentation to the user. Similarly, different forms of message delivery may be handled by different modules in the frontend module (125). In one or more embodiments of the invention, the user may specify particular receipt preferences, which are implemented by the frontend module (125).

In one or more embodiments of the invention, one or more of the data repositories (topic repository (138), trends repository (140), connection graph repository (142), stream repository (144), account repository (146)) is a database and/or storage service residing on one or more servers. For example, one or more of the data repositories may be implemented as a storage service using service-oriented architecture (SOA) and configured to receive requests for data and to provide requested data to other components of the social network application (100). In another example, the topic repository (138) may include one or more tables in a distributed database management system (DBMS), a clustered database, a standalone flat file, and/or any storage software residing on one or more physical storage devices. Examples of a storage device may include, but are not limited to, a hard disk drive, a solid state drive, and/or other memory device. Any type of database or storage application may be used, in accordance with various embodiments of the invention.

In one or more embodiments of the invention, one or more of the data repositories (topic repository (138), trends repository (140), connection graph repository (142), stream repository (144), account repository (146)) is a separate application or set of applications residing on one or more servers external (and communicatively coupled) to the social network application (100). Alternatively, in one or more embodiments of the invention, one or more of the data repositories may be an integrated component of the social network application (100) and/or may reside, either partially or entirely, on one or more common hardware devices (e.g., a server).

In one or more embodiments of the invention, the topic repository (138) includes functionality to store social networking messages and social networking messages metadata. The social networking messages metadata may include an identifier of the originating user of the social networking message, a list of users that received the social networking message, a number of users that received the social networking message, statistics (e.g., a ratio of connected users to the originating user that forward the social networking message versus disconnected users to the originating user that forward the social networking message), time and date in which the social networking message is transmitted, and other information. The topic repository (138) is discussed below in reference to FIG. 3.

In one or more embodiments of the invention, the account repository (146) stores the mappings between profiles and topics that are of interest to each profile. An almost unlimited number of different topics may exist. Football, politics, patent law, technology, theology, San Francisco, classical music, Canada, etc. are all examples of topics. The account repository (146) may also store intra-profile weights for each topic of interest within a profile. An intra-profile weight is effectively a measurement as to the degree of interest the profile has in a specific topic. The larger the intra-profile weight, the greater the interest in the topic. For example, Profile A (not shown) may be interested in the topic of politics with an intra-profile weight of 0.76, and may be interested in the topic of technology with an intra-profile weight of 0.2. As another example, Profile B (not shown) may be interested in the topic of hockey with an intra-profile weight of 0.6, and the topic of Canada with an intra-profile weight of 0.4.

FIG. 3 shows a schematic diagram of a system in accordance with one or more embodiments of the invention. Specifically, FIG. 3 shows a more detailed diagram of the trends module (150) in the social network application (100). In other words, the trends module (399) in FIG. 3 is essentially the same as the trends module (150) in FIG. 1.

Continuing with FIG. 3, the trends module (399) is a component that includes functionality to identify trending entities within a variety of topics, to identify one or more topics of interest to a profile (i.e., account), and to retrieve content related to one or more trending entities within the topics of interest to the profile. The content may correspond to messages (e.g., issued by other profiles), news stories, images, links to web sites, etc.

As shown in FIG. 3, the trends module (399) is connected to the topic repository (138) (also discussed above in reference to FIG. 1). The topic repository (138) may correspond to a list, an array, a database, a flat file, or a data structure of any type. The topic repository (138) stores mappings between multiple profiles (i.e., accounts) and the topic(s) each of the profiles is known for. As shown in FIG. 3, Profile 1 is known for Topic A and Topic B. Profile 2 is known for Topic B, while Profile 3 is known for Topic C. Further, Profile 4 is known for Topic A and Topic D. As discussed above, the social networking application (100) may have many profiles. However, only some of the profiles are known for issuing messages regarding one or more topics. As discussed above, there exists an almost unlimited number of different topics.

In one or more embodiments of the invention, the topic repository (138) also stores an expert weight for each topic a profile is known for. The expert weight is effectively a measurement as to what degree the profile is known for the topic. For example, in FIG. 3, the topic repository (138) may store for Profile 4 an expert weight of 0.9 for Topic A and an expert weight of 0.2 for Topic D. In this example, Profile 4 is very well known for Topic A, while less well known for Topic D.

As shown in FIG. 3, the trends module (399) is connected to the trends repository (140) (also discussed above in reference to FIG. 1). The trends repository (140) may correspond to a list, an array, a database, a flat file, or a data structure of any type. The trends repository (140) stores topics, trending entities (TEs) within each topic, and intra-topic weights for each trending entity. As shown in FIG. 3, there are three trending entities for Topic A: TE A1, TE A2, and TE A3; and four trending entities for Topic B: TE B1, TE B2, TE B3, and TE B4. Each of the trending entities has an intra-topic (IT) weight. The larger the intra-topic weight, the more trending the entity is within its topic. For example, Topic A may be politics, and TE A1 may be the Democratic National Convention, TE A2 may be the National Security Agency (NSA), and TE A3 may be House Bill No. XYZ. These trending entities may have intra-topics weights of 0.8, 0.4, and 0.1, respectively, within the topic of politics.

In one or more embodiments of the invention, the trends module (399) includes a trends personalization engine (310). The trends personalization engine (310) may correspond to any combination of hardware and software that is configured to: determine the topics of interest for a profile; obtain intra-profile weights for the topics of interest for the profile; select some of the trending entities in the topics of interest based on intra-profile weights and intra-topic weights; filter one or more of the trending entities based on attributes of the selected profile; and send content associated with the selected trending entities for display to a user of the profile. Each of these functions is discussed below.

In one or more embodiments, the trends personalization engine (310) is configured to determine the topics of interest for a selected profile. As discussed above, the connection graph (299) is a data structure representing relationships (i.e., connections) between one or more profiles (i.e., accounts). By accessing/traversing the connection graph (299), the trends personalization engine (310) may discover profiles that the selected profile follows. As also discussed above, the topic repository (138) stores the mappings between profiles and the topic(s) each profile is known for. By accessing the topic repository (138), the trends personalization engine (310) may determine the topic(s) that the discovered profiles are known for. The trends personalization engine (310) may then designate these topics as topics of interest for the selected profile.

For example, assume profile X follows both profile Y and profile Z. This “follows” relationship between profile X, profile Y, and profile Z may be determined by accessing/traversing the connection graph (299). Moreover, assume that profile Y is known for the topic of politics and profile Z is known for the topics of football and politics. The topic(s) each of the discovered profiles (i.e., profile Y, profile Z) is known for may be determined my accessing the topic repository (138). As profile X follows profile Y and profile Z, and as profile Y and profile Z are known for politics and football, the trends personalization engine (310) determines that profile X is interested in politics and football. In other words, politics and football are topics of interest for profile X because profile X follows profiles (i.e., profile Y and profile Z) that are known for the topics of football and politics. Once the topics of interest for a profile have been discovered, this information may be stored in the account repository (146) (discussed above in reference to FIG. 1).

In one or more embodiments of the invention, the trends personalization engine (310) is configured to obtain intra-profile weights for the topics of interest for a selected profile. The intra-profile weight for a topic of interest for a selected profile may be calculated based on numerous factors including: the number of profiles followed by the selected profile that are known for the topic of interest; the expert weight each followed profile has for the topic of interest; the number of messages associated with the topic of interest that are issued or forwarded by the selected profile, etc. The intra-profile weights for the topics of interest may be stored in the account repository (146) (discussed above). For example, it may be determined that a selected profile is interested in the topic of politics with an intra-profile weight of 0.8, and is interested in the topic of patent law with an intra-profile weight of 0.2.

In one or more embodiments of the invention, the trends personalization engine (310) is configured to select some of the trending entities in the topics of interest for the selected profile based on intra-profile weights and intra-topic weights. As discussed above, the trends repository (140) stores trending entities for each topic, and the intra-profile weight within the topic for each trending entity. The larger the intra-profile weight, the more trending the entity is within the topic. Once the topics of interest and the intra-profile weights for the topics of interest for a selected profile are determined/obtained, a subset of the trending entities in the topics of interest may be selected.

In one or more embodiments of the invention, selecting a subset of the trending entities includes multiplying the intra-profile weight for the topic of interest with the intra-topic weight of each trending entity within the topic of interest. This is done for all topics of interest for the selected profile. The products resulting from these multiplications are compared with a predetermined threshold. The trending entities having products that satisfy (e.g., equal or exceed) the predetermined threshold are selected for inclusion in the subset.

For example, assume the selected profile is interested in the topic of politics with an intra-profile weight of 0.42, and the topic of football with an intra-profile weight of 0.58. Further, assume the trending entities within the topic of politics are the Democratic National Convention with an intra-topic weight of 0.76, the National Security Agency (NSA) with an intra-topic weight of 0.48, and House Bill XYZ with an intra-topic weight of 0.22. Further still, assume the trending entities within the topic of football are the Super Bowl with an intra-topic weight of 0.81, team A with an intra-topic weight of 0.3, and player Q with an intra-topic weight of 0.28. With respect to the topic of politics, the resulting products are 0.32 for Democratic National Convention (0.32=0.42×0.76), 0.20 for NSA (0.20=0.42×0.48), and 0.09 for House Bill XYZ (0.09=0.42×0.22). With respect to the topic of football, the resulting products are 0.47 for Super Bowl (0.47=0.58×0.81), 0.17 for team A (0.17=0.58×0.3), and 0.16 for player Q (0.16=0.58×0.28). If the predetermined threshold is 0.2, the Democratic National Convention (0.32), the NSA (0.20), and the Super Bowl (0.47) are selected for inclusion in the subset because they all have products that equal or exceed 0.2.

In the examples discussed above, it has been assumed that no two topics of interest have the same trending entity. In other words, it has been assumed that a trending entity exists only within one topic of interest. However, it is possible for the same trending entity to exists within multiple topics of interest. Moreover, the trending entity may have a different intra-topic weight in each of the multiple topics of interest. In such embodiments, the intra-topic weights may themselves be weighted using the intra-profile weights, and then summed. If the resulting summation satisfies (e.g., equal or exceed) the predetermined threshold, the trending entity is selected for inclusion in the subset.

For example, assume there exists a profile with an interest in two topics: Technology with an intra-profile weight of 0.5, and Startups with an intra-profile weight of 0.3. Moreover, assume the entity “Company Omega” is trending within both the topic of Technology and the topic of Startups. Specifically, “Company Omega” has an intra-topic weight of 0.6 within the topic of Technology, and an intra-topic weight of 0.8 within the topic of Startups. A combined weight for “Company Omega” may be calculated as the sum of the intra-topics weights weighted by the intra-profile weights. In other words, the combined weight for “Company Omega” may be calculated as: (Intra-topic weight for “Company Omega” within topic of Technology)×(Intra-profile weight for topic of Technology)+(Intra-topic weight for “Company Omega” within topic of Startups)×(Intra-profile weight for topic of Startups)=(0.6) x (0.5)+(0.8)×(0.3)=0.54. If, like in the example above, the predetermined threshold is 0.2, “Company Omega” is selected for inclusion in the subset because its combined weight satisfies (e.g., equal or exceed) the predetermined threshold.

In one or more embodiments of the invention, selecting a subset of the trending entities includes calculating list sizes for each topic of interest for the selected profile, selecting the top trending entities for each topic of interest up to its corresponding list size, and then ordering the selected trending entities based on products resulting from the multiplication of the intra-profile weights with the intra-topic weights.

For example, assume the selected profile is interested in the topic of technology with an intra-profile weight of 0.8, and is interest in the topic of Canada with an intra-profile weight of 0.2. Further, assume the total number of trending entities in the subset will be limited to 10. A list size of 8 (8=10×0.8) is calculated for the topic of technology, and a list size of 2 (2=10×0.2) is calculated for the topic of Canada. Accordingly, the top 8 trending entities, as established by intra-topic weight, in the topic of technology are selected for inclusion in the subset. Further, the top 2 trending entities, as established by intra-topic weight, in the topic of Canada are selected for inclusion in the subset. The intra-topic weight for each of the 8 technology trending entities is multiplied with the intra-profile weight for technology (i.e., 0.8). The intra-topic weight for each of the 2 Canada trending entities is multiplied with the intra-profile weight for Canada (0.2). The values of these products may dictate the ordering of the trending entities within the subset and the order content associated with the subset is displayed to a user of the profile.

In one or more embodiments of the invention, the trends personalization engine (310) is configured to filter (i.e., exclude, remove, etc.) trending entities based on attributes of the selected profile. For example, the trends personalization engine (310) may filter trending entities that are associated with geographic locations outside the geographic region affiliated with the selected profile. As another example, the trends personalization engine (310) may filter trending entities that are not in the same language as the language affiliated with the selected profile. Both geographic region and language are example attributes of the selected profile. The filter(s) may be applied at any time. For example, the filter(s) may be applied before trending entities are selected for inclusion within the subset. Additionally or alternatively, the filter(s) may be applied to trending entities within the subset.

In one or more embodiments of the invention, the trends module (399) includes the trending engine (308). The trending engine (308) is configured to identify entities from messages issued by profiles (i.e., accounts) of the social networking application (i.e., messaging platform), map the entities to one or more topics, and then calculate an intra-topic weight for the entity. If the intra-topic weight satisfies a threshold and/or ranks highly in comparison to other intra-topic weights, the entity may be designated a trending entity within the topic. Each of these functionalities is discussed below.

In one or more embodiments of the invention, when a profile issues a message, the trends module (308) identifies one or more entities in the message by parsing the message. An entity may correspond to a capitalized word in the message, a capitalized phrase in the message, a string following a special character (e.g., #, $, @, etc.), etc.

In one or more embodiments of the invention, when a profile issues a message, the trend module (308) determines the topic(s) the profile is known for by accessing the topic repository (138). The message may be classified as pertaining to each of the topics the profile is known for and any identified entities may be mapped to each topic the profile is known for. As discussed above, although a profile may be known for multiple topics, the profile mostly likely has a different expert weight for each topic. When an extracted entity is mapped to a topic, the expert weight for the topic is assigned to the mapped entity.

Consider the following example. Assume the entity “Brazil” appears in messages issues by 1000 profiles. Of these profiles, 70% are interested in (or known for) the topic of “Sports”, 20% are interested in (or known for) the topic of “South America”, and 10% are interested in (or known for) the topic of “Politics.” As a result, the entity “Brazil” is assigned an intra-topic weight of 0.7 for “Sports”, an intra-topic weight 0.2 for “South America”, and an intra-topic weight of 0.1 for “Politics”.

As another example, assume the entity “BrazilLost” appears in messages issued by 3 profiles. The first profile is interested in (or known for) the topic of “Sports” with an intra-profile weight of 0.6, and the topic of “Politics” with as intra-profile weight of 0.4. The second profile is interested in (or known for) the topic of “Sports” with an intra-profile weight of 0.8, and the topic of “Travel” with an intra-profile weight of 0.2. The third profile is interested in (or known for) the topic of “Politics” with an intra-profile weight of 1.0. Summing results in a total of 0.6+0.8=1.4 for “Sports”, 0.4+1.0=1.4 for “Politics”, and 0.2 for “Travel”. Then divide these sums by 3 to get the intra-topic weights. Accordingly, the entity “BrazilLost” has an intra-topic weight of 0.47 within the topic of “Sports”, an intra-topic weight of 0.47 within the topic of “Politics”, and an intra-topic weight of 0.066 within the topic of “Travel.”

In one or more embodiments of the invention, the trending engine (308) includes a frequency counter for each entity within each topic. When an entity is extracted from the message and assigned to the topic, the corresponding counter for the entity is incremented. In one or more embodiments of the invention, the trending engine (308) calculates an intra-topic weight for the entity using a function that inputs a historical baseline for the entity, the current value of the frequency counter for the entity, and the expert weight(s) assigned to the entity. The trending entities and their intra-tropic weights may be stored in the trend repository (140) (discussed above).

In one or more embodiments of the invention, topic repository (138) stores messages that have been classified (e.g., by the trending engine (308)) as pertaining to one or more topics. For example, as shown in the topic repository (138), messages A1, A2, and A3 have been classified as pertaining to topic A. Similarly, messages B1, B2, and B3 have been classified as pertaining to topic B. When the trending engine (308) classifies a message as pertaining to a topic, it is added to the set of messages in the topic repository (138) pertaining to the topic. Messages in the topic repository (138) that are heavily forwarded by profiles (i.e., popular messages) may be marked/flagged.

In one or more embodiments of the invention, the trends module (399) includes a whitelist (312). The whitelist (312) may correspond to a list, an array, a database, a flat file, or a data structure of any type. The whitelist (312) stores the identities of domains (e.g., web sites) that are considered to have safe content. Safe content may include content (e.g., news stories, images, etc.) that is free from viruses, objectionable/obscene material, etc. Domains may be added to the whitelist (312) and/or removed from the whitelist (312) at any time.

In one or more embodiments of the invention, the trends module (399) includes a search engine (314). The search engine (314) is configured to obtain a trending entity within a topic of interest for a profile; access messages classified as pertaining to the topic of interest; retrieve messages corresponding to the trending entity; and send (e.g., in a stream) content associated with the trending entity to the profile for display to a user of the profile. Each of these functionalities is discussed below.

In one or more embodiments of the invention, the search engine (314) is configured to obtain a trending entity for a profile. The trending entity may have already been selected by the trends personalization engine (310). As discussed above, the trending entity belongs to a topic of interest for the profile.

In one or more embodiments of the invention, the search engine (314) is configured to retrieve a subset of messages corresponding to the trending entity. Specifically, the search engine (314) may access the messages in the topic repository (138) that have been classified as pertaining to the topic of interest. The search engine (314) may parse these messages in search of the subset of messages containing the trending entity. The identifiers for these messages may be added to the message stream for the profile (discussed above in reference to FIG. 1). In other words, these messages are part of the content sent for display to a user of the profile.

In one or more embodiments of the invention, messages that are associated with geographic locations outside the geographic region affiliated with the profile are excluded from the search (i.e., not parsed). In one or more embodiments of the invention, messages that do not satisfy a traffic criterion (i.e., messages not flagged as popular/heavily forwarded) are excluded from the search (i.e. not parsed).

In one or more embodiments of the invention, the search engine (314) parses messages within the subset to identify links to news stories or images and the source(s) of the links. The search engine (314) may compare the source(s) against the entries in the whitelist repository. If a match is successful, the links to the images and the news stories (or the actual images and news stories) may be added to the message stream for the profile. In other words, these links are part of the content sent for display to a user of the profile.

Although the trends module (399) has been describe as having a set of components each with specific functionality, those skilled in the art, having the benefit of this detailed description, will appreciate that the arrangement of the components and the distribution of functionality may differ among embodiments of the invention.

FIG. 4 shows a flowchart in accordance with one or more embodiments of the invention. The process shown in FIG. 4 may be executed, for example, by one or more components (e.g., trending engine (308), topic repository (138), etc.) discussed above in reference to FIG. 3. One or more steps shown in FIG. 4 may be omitted, repeated, and/or performed in a different order among different embodiments of the invention. Accordingly, embodiments of the invention should not be considered limited to the specific number and arrangement of steps shown in FIG. 4.

Initially, a message is obtained (STEP 405). The message is issued by a profile within the messaging platform. The message may be of any size and written in any language. The message may include metadata with a geographic location associated with the profile. The message may include text, images, and/or links to news stories and images.

In STEP 410, it is determined the profile is known for one or more topics. Specifically, some profiles in the messaging platform are known for certain topics. Historically, these profiles may have issued a significant number/volume of messages regarding one or more topics. Moreover, the messages issued by these profiles may have been forwarded repeatedly to other users in the messaging platform. The topic(s) that the profile is “known for” may be determined by accessing a repository storing the mappings between profiles and the topics the profiles are known for. Moreover, the repository may also store an expert weight for each topic that the profile is known for. The expert weight is effectively a measurement as to what degree the profile is known for the topic. The message may be classified as pertaining to each of the topics the profile is known for.

In STEP 415, an entity is extracted from the message. The entity may be identified in the message by parsing the message. Specifically, the entity may correspond to a word with all capital letters, a sequence of words that are all capitalized, a string following a special character (e.g., #, $, @), etc.

In STEP 420, a frequency count for the entity in each of the one or more topics is incremented. In one or more embodiments, the frequency count is maintained using a set of counters. These counters may be reset according to any scheduled (e.g., hourly, daily, weekly, etc.).

In STEP 425, a historical baseline for the entity in each of the one or more topics is obtained. The historical baseline is effectively a reference frequency count against which to measure the frequency count of STEP 420. The reference frequency count may be updated/re-calculated according to any schedule (e.g., daily, quarterly, yearly, etc.).

In STEP 430, an intra-topic weight is calculated for the entity in each topic. The intra-topic weight is a function of the historical baseline for the entity in the topic, the frequency count for the entity in the topic, and the expert weight of the profile for the topic. Entities with large intra-topic weights may be designated as trending entities. Those skilled in the art, having the benefits of this detailed description, will appreciate that use of the historical baseline prevents entities with continuously high frequency counts from continuously being designated as trending entities.

FIG. 5 shows a flowchart in accordance with one or more embodiments of the invention. The process shown in FIG. 5 may be executed, for example, by one or more components (e.g., trends personalization engine (310), topic repository (138), trends repository (140), etc.) discussed above in reference to FIG. 3. One or more steps shown in FIG. 5 may be omitted, repeated, and/or performed in a different order among different embodiments of the invention. Accordingly, embodiments of the invention should not be considered limited to the specific number and arrangement of steps shown in FIG. 5. In one or more embodiments of the invention, the process shown in FIG. 5 occurs after the process shown in FIG. 4.

Initially, topics of interest to a profile and the intra-profile weights for the topics of interest are identified (STEP 505). In one or more embodiments of the invention, the topics of interest are identified first by discovering profiles that are followed by the profile, and then identifying the topics that the discovered profiles are known for. For example, assume profile A follows profile B and follows profile C. Moreover, assume profile B is known for the topic of San Francisco, and profile C is known for the topic of jazz music. It may be determined that profile A is interested the topic of San Francisco and the topic of jazz music because profile A follows profiles that are known for the topics of San Francisco and jazz music.

In one or more embodiments of the invention, an intra-profile weight is calculated for each topic of interest. The intra-profile weight for each topic of interest may be calculated based on numerous factors including: the number of profiles followed by the selected profile that are known for the topic of interest; the expert weight each followed profile has for the topic of interest; the number of messages associated with the topic of interest that are issued or forwarded by the selected profile, etc.

In STEP 510, multiple trending entities for each of the identified topics of interest and the intra-topic weight for each of the trending entities are obtained. Specifically, the trending entities and their corresponding intra-profile weights may be obtained from a repository.

In STEP 515, the trending entities are filtered based on a geographical region affiliated with the profile. Specifically, trending entities associated with geographical locations that fall outside of the geographical region may be removed/excluded from consideration. Other attributes of the profile may be used to filter the trending entities. For example, language preferences of the profile may be used to filter trending entities. Those skilled in the art, having the benefit of this detailed description, will appreciate that STEP 515 is optional.

In STEP 520, a subset of the trending entities is selected based on the intra-profile weights and the intra-topics weights. Numerous algorithms exist to select the subset of trending entities for the profile. In one or more embodiments of the invention, selecting a subset of the trending entities includes multiplying the intra-profile weight for the topic of interest with the intra-topic weight of each trending entity within the topic of interest. This is done for all topics of interest for the selected profile. The products resulting from these multiplications are compared with a predetermined threshold. The trending entities having products that satisfy (e.g., equal or exceed) the predetermined threshold are selected for inclusion in the subset. FIG. 6 discusses an additional/alternative method for selecting the subset of trending entities.

In STEP 525, one or more searches are performed based on the selected subset of trending entities. STEP 525 is described below in reference to FIG. 7. In STEP 230, the retrieved content is sent for display to a user of the profile. The retrieved content may include the messages of the subset and/or links to images or news stories (discussed below). The retrieved content may be inserted into the message stream for the profile.

FIG. 6 shows a flowchart in accordance with one or more embodiments of the invention. The process shown in FIG. 6 may be executed, for example, by one or more components (e.g., trending engine (308), topic repository (138), etc.) discussed above in reference to FIG. 3. One or more steps shown in FIG. 6 may be omitted, repeated, and/or performed in a different order among different embodiments of the invention. Accordingly, embodiments of the invention should not be considered limited to the specific number and arrangement of steps shown in FIG. 6. In one or more embodiments of the invention, the process in FIG. 6 corresponds to STEP 520 in FIG. 5.

Initially, a list size is calculated for each topic of interest for the selected profile (STEP 605). Specifically, the list size for a topic of interest is calculated based on the intra-profile weight for the topic of interest and the upper limit of trending entities in the subset. For example, assume the selected profile is interested in the topic of technology with an intra-profile weight of 0.8, and is interest in the topic of Canada with an intra-profile weight of 0.2. Further, assume the total number of trending entities in the subset will be limited to 10 (i.e., upper limit=10). A list size of 8 (8=10×0.8) is calculated for the topic of technology, and a list size of 2 (2=10×0.2) is calculated for the topic of Canada.

In STEP 610, the top trending entities are selected from each of the topics of interest. Specifically, the top trending entities for each topic of interest up to its corresponding list size are selected. Still referring to the example mentioned in STEP 605, the top 8 trending entities, as established by intra-topic weight, in the topic of technology are selected for inclusion in the subset. Further, the top 2 trending entities, as established by intra-topic weight, in the topic of Canada are selected for inclusion in the subset.

In STEP 615, the intra-topic weight of each of the trending entities is multiplied with its corresponding intra-profile weight. Still referring to the example of STEP 605 and 610, the intra-topic weight for each of the 8 technology trending entities is multiplied with the intra-profile weight for technology (i.e., 0.8). The intra-topic weight for each of the 2 Canada trending entities is multiplied with the intra-profile weight for Canada (0.2). The values of these products may dictate the ordering of the trending entities within the subset (STEP 620), and the order retrieved content is displayed to a user of the profile.

FIG. 7 shows a flowchart in accordance with one or more embodiments of the invention. The process shown in FIG. 7 may be executed, for example, by one or more components (e.g., search engine (314), etc.) discussed above in reference to FIG. 3. One or more steps shown in FIG. 7 may be omitted, repeated, and/or performed in a different order among different embodiments of the invention. Accordingly, embodiments of the invention should not be considered limited to the specific number and arrangement of steps shown in FIG. 7. In one or more embodiments of the invention, the process in FIG. 7 corresponds to STEP 525 in FIG. 5. Additionally or alternatively, the process of FIG. 7 may be executed independently of the process of FIG. 5.

Initially, a trending entity is obtained for a profile (STEP 705). The entity is determined to be trending within a topic of interest for the profile. In STEP 710, messages that have been classified as pertaining to the topic of interest are accessed. The messages may be stored in a repository (e.g., topic repository (138), discussed above in reference to FIG. 1 and FIG. 3).

In STEP 715, the messages may be filtered according to attributes of the profile. For example, the profile may be affiliated with a geographic region and/or a language. Messages associated with geographic locations that fall outside the geographic region and/or messages that are written in a language other than the language affiliated with the profile may be filtered (i.e., excluded, removed) from additional consideration. Those skilled in the art, having the benefit of this detailed description, will appreciate that STEP 715 is optional and/or that other types attribute filtering is also possible.

In STEP 720, the messages that pass the filtering (i.e., messages that have the desired attributes) are searched and a subset of messages corresponding to the trending entity is retrieved. Searching the messages may include parsing the messages to identify the presence of the trending entity. In one or more embodiments of the invention, messages that do not satisfy a traffic criterion (i.e., messages not flagged as popular/heavily forwarded) are excluded from the search (i.e. not parsed).

In STEP 725, the messages in the subset are parsed for content of one or more types (e.g., images, links to news stories, etc.) relating to the trending entity. The sources of the content may be compared against white listed domains. If there is a match (i.e., the identified content comes from a source that is known to be safe), the content (i.e., images, links to news stories, etc.) and/or the messages having the content are added to the stream (discussed above in reference to the stream repository (144) of FIG. 1) to be sent to the profile for viewing by a user (STEP 735).

Those skilled in the art, having the benefit of this detailed description, will appreciate that the process of FIG. 7 may be repeated for all trending entities that have been selected for the profile. Accordingly, the user of the profile will view content reflecting trending entities that are of interest to the user.

Social networks and/or messaging platforms of the art, prior to this disclosure, generally require a user to manually select content (e.g., messages, pictures, news stories, etc.) that is of interest to the user. Considering the sheer volume of content that is available within social networks and/or messaging platforms, this task can be overwhelming and easily leads to situations where content that is of interest to a user is missed by the user. In contrast, one or more embodiments of the invention described herein identifies topics of interest to the user and trending entities within each of the topics. Content relating to the trending entities can be mined and presented to the user, reducing the burden on the user and reducing the likelihood of the user of missing content that would be of interest. Moreover, embodiments of the invention may have one or more of the following advantages: the ability to identify topics of interest to a profile in a messaging platform; the ability to identifying trending entities within a topic of interest; the ability to select a subset of trending entities for a profile; the ability to assign intra-topic weights and intra-profile weights; the ability to search messages for content corresponding to trending entities for a profile; the ability to filter messages and/or trending entities based on attributes of a profile including geographic location and/or language; the ability to map a message to a topic based on the profile that issued the message and the topic(s) the profile is known for; etc.

FIG. 8 shows a computing system (800) in accordance with one or more embodiments of the invention. The computing system (800) may be one or more mobile devices (e.g., laptop computer, smart phone, personal digital assistant, tablet computer), desktop computers, servers, blades in a server chassis, etc. In one or more embodiments of the invention, the trends module (399) is implemented on the computer system (800). In one or more embodiments, at least one of the trending engine (308) and the trends personalization engine (310) is implemented on the computer system (800). The computing system (800) may include one or more computer processor(s) (802), associated memory (804) (e.g., random access memory (RAM), cache memory, flash memory, etc.), one or more storage device(s) (806) (e.g., a hard disk, an optical drive such as a compact disk (CD) drive or digital versatile disk (DVD) drive, a flash memory stick, etc.), and numerous other elements and functionalities. The computer processor(s) (802) may be an integrated circuit for processing instructions. For example, the computer processor(s) may be one or more cores, or micro-cores of a processor. The computing system (800) may also include one or more input device(s) (810), such as a touchscreen, keyboard, mouse, microphone, touchpad, electronic pen, or any other type of input device. Further, the computing system (800) may include one or more output device(s) (808), such as a screen (e.g., a liquid crystal display (LCD), a plasma display, touchscreen, cathode ray tube (CRT) monitor, projector, or other display device), a printer, external storage, or any other output device. One or more of the output device(s) may be the same or different from the input device(s). The computing system (800) may be connected to a network (814) (e.g., a local area network (LAN), a wide area network (WAN) such as the Internet, mobile network, or any other type of network) via a network interface connection (not shown). The input and output device(s) may be locally or remotely (e.g., via the network (812)) connected to the computer processor(s) (802), memory (804), and storage device(s) (806).

Software instructions in the form of computer readable program code to perform embodiments of the invention may be stored, in whole or in part, temporarily or permanently, on a non-transitory computer readable medium such as a CD, DVD, storage device, a diskette, a tape, flash memory, physical memory, or any other computer readable storage medium. Specifically, the software instructions may correspond to computer readable program code that when executed by a processor(s), is configured to perform embodiments of the invention.

Further, one or more elements of the aforementioned computing system (800) may be located at a remote location and connected to the other elements over a network (814). Further, various components (e.g., trends module (399)) may be implemented on a distributed system having a plurality of nodes, where each portion of the component may be located on a different node within the distributed system. In one embodiment of the invention, the node corresponds to a distinct computing device. Alternatively, the node may correspond to a computer processor with associated physical memory. The node may alternatively correspond to a computer processor or micro-core of a computer processor with shared memory and/or resources.

While the invention has been described with respect to a limited number of embodiments, those skilled in the art, having benefit of this disclosure, will appreciate that other embodiments can be devised which do not depart from the scope of the invention as disclosed herein. Accordingly, the scope of the invention should be limited only by the attached claims. 

What is claimed is:
 1. A method comprising: obtaining a plurality of topics of interest for a user profile associated with a user of a messaging platform; obtaining a plurality of entities that are each associated with at least one topic in the plurality of topics of interest, wherein an entity is associated with a respective topic when the entity appears in at least one message about the respective topic on the messaging platform; determining one or more trending entities from among the plurality of entities, wherein an entity is trending when an intra-topic (IT) weight of the entity with respect to at least one topic in the plurality of topics of interest satisfies a specific threshold value, wherein the IT weight of the entity with respect to a particular topic is determined by: determining one or more profiles of the messaging platform that each issued or forwarded at least one message containing the entity, and assigning, as the IT weight of the entity with respect to the particular topic, a percentage of the one or more profiles that are known for the particular topic, wherein a profile is known for the particular topic when (i) the profile has issued at least a specified number of messages about the particular topic, (ii) one or more messages about the particular topic issued by the profile has been forwarded more than once by other profiles of the messaging platform, or (iii) both; identifying messages of the messaging platform that each contain at least one trending entity of the one or more trending entities; and inserting one or more of the identified messages into a message stream for the user profile.
 2. The method of claim 1, further comprising: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; computing a profile-specific score for each trending entity in the one or more trending entities based on (i) the IT weight of the trending entity with respect to a corresponding topic and (ii) an IP weight of the corresponding topic; and filtering the one or more trending entities to include only trending entities that have respective profile-specific scores that satisfy a threshold score.
 3. The method of claim 2, wherein a particular trending entity is trending within a first topic and within a second topic of the plurality of topics of interest, and wherein computing a profile-specific score for the particular trending entity includes calculating a combined weight for the particular trending entity based on (i) a first profile-specific score of the particular trending entity for the first topic and (ii) a second profile-specific score of the particular trending entity for the second topic.
 4. The method of claim 1, further comprising: filtering the one or more trending entities based on intra-topic weights of the trending entities, the filtering comprising: calculating, for each topic in the plurality of topics of interest, a respective list size, the respective list size setting a respective maximum number (N) of trending entities to be selected for the topic; and for each topic in the plurality of topics of interest, selecting, for inclusion in filtered one or more trending entities, N top trending entities associated with top N intra-topic weights with respect to the topic.
 5. The method of claim 1, further comprising: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; and calculating, for each topic in the plurality of topics of interest, a respective list size that sets a respective maximum number of trending entities to be selected for the topic to be included in the one or more trending entities, wherein a ratio of a first number of trending entities selected for a first topic relative to a second number of trending entities selected for a second topic, corresponds to a ratio of a first IP weight of the first topic relative to a second IP weight of the second topic.
 6. The method of claim 5, further comprising: obtaining a predefined total number of trending entities to be included in the one or more trending entities, wherein the respective list size is calculated for each topic based on (i) an IP weight of the topic and (ii) the predefined total number of trending entities.
 7. The method of claim 1, wherein identifying one or more messages that contain at least one trending entity comprises: receiving a message issued on the messaging platform; parsing the message to detect a string that is capitalized or includes a special character; and determining an association between the detected string and the at least one trending entity, wherein the one or more trending entities are stored in a trends repository.
 8. The method of claim 1, wherein the inserting one or more of the identified messages occurs in response to a request from a client device for the message stream of the user profile, the method further comprising sending a plurality of message of the message stream, including at least one of the one or more identified messages, to the client device for presentation to the user in response to the request.
 9. One or more non-transitory computer readable media storing a plurality of instructions that, when executed by one or more computers, cause the one or more computers to perform operations comprising: obtaining a plurality of topics of interest for a user profile associated with a user of a messaging platform; obtaining a plurality of entities that are each associated with at least one topic in the plurality of topics of interest, wherein an entity is associated with a respective topic when the entity appears in at least one message about the respective topic on the messaging platform; determining one or more trending entities from among the plurality of entities, wherein an entity is trending when an intra-topic (IT) weight of the entity with respect to at least one topic in the plurality of topics of interest satisfies a specific threshold value, wherein the IT weight of the entity with respect to a particular topic is determined by: determining one or more profiles of the messaging platform that each issued or forwarded at least one message containing the entity, and assigning, as the IT weight of the entity with respect to the particular topic, a percentage of the one or more profiles that are known for the particular topic, wherein a profile is known for the particular topic when (i) the profile has issued at least a specified number of messages about the particular topic, (ii) one or more messages about the particular topic issued by the profile has been forwarded more than once by other profiles of the messaging platform, or (iii) both; identifying messages of the messaging platform that each contain at least one trending entity of the one or more trending entities; and inserting one or more of the identified messages into a message stream for the user profile.
 10. The non-transitory computer readable media of claim 9, further comprising: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; computing a profile-specific score for each trending entity in the one or more trending entities based on (i) the IT weight of the trending entity with respect to a corresponding topic and (ii) an IP weight of the corresponding topic; and filtering the one or more trending entities to include only trending entities that have respective profile-specific scores that satisfy a threshold score.
 11. The non-transitory computer readable media of claim 10, wherein a particular trending entity is trending within a first topic and within a second topic of the plurality of topics of interest, and wherein computing a profile-specific score for the particular trending entity includes calculating a combined weight for the particular trending entity based on (i) a first profile-specific score of the particular trending entity for the first topic and (ii) a second profile-specific score of the particular trending entity for the second topic.
 12. The non-transitory computer readable media of claim 9, wherein the operations further comprise: filtering the one or more trending entities based on intra-topic weights of the trending entities, the filtering comprising: calculating, for each topic in the plurality of topics of interest, a respective list size, the respective list size setting a respective maximum number (N) of trending entities to be selected for the topic; and for each topic in the plurality of topics of interest, selecting, for inclusion in filtered one or more trending entities, N top trending entities associated with top N intra-topic weights with respect to the topic.
 13. The non-transitory computer readable media of claim 9, wherein the operations further comprise: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; and calculating, for each topic in the plurality of topics of interest, a respective list size that sets a respective maximum number of trending entities to be selected for the topic to be included in the one or more trending entities, wherein a ratio of a first number of trending entities selected for a first topic relative to a second number of trending entities selected for a second topic, corresponds to a ratio of a first IP weight of the first topic relative to a second IP weight of the second topic.
 14. The non-transitory computer readable media of claim 13, wherein the operations further comprise: obtaining a predefined total number of trending entities to be included in the one or more trending entities, wherein the respective list size is calculated for each topic based on (i) an IP weight of the topic and (ii) the predefined total number of trending entities.
 15. The non-transitory computer readable media of claim 9, wherein identifying one or more messages that contain at least one trending entity comprises: receiving a message issued on the messaging platform; parsing the message to detect a string that is capitalized or includes a special character; and determining an association between the detected string and the at least one trending entity, wherein the one or more trending entities are stored in a trends repository.
 16. The non-transitory computer readable media of claim 9, wherein the inserting one or more of the identified messages occurs in response to a request from a client device for the message stream of the user profile, the method further comprising sending a plurality of message of the message stream, including at least one of the one or more identified messages, to the client device for presentation to the user in response to the request.
 17. A system comprising: one or more computers and one or more computer readable media storing instructions that are operable, when executed by the one or more computers, to cause the one or more computers to perform operations comprising: obtaining a plurality of topics of interest for a user profile associated with a user of a messaging platform; obtaining a plurality of entities that are each associated with at least one topic in the plurality of topics of interest, wherein an entity is associated with a respective topic when the entity appears in at least one message about the respective topic on the messaging platform; determining one or more trending entities from among the plurality of entities, wherein an entity is trending when an intra-topic (IT) weight of the entity with respect to at least one topic in the plurality of topics of interest satisfies a specific threshold value, wherein the IT weight of the entity with respect to a particular topic is determined by: determining one or more profiles of the messaging platform that each issued or forwarded at least one message containing the entity, and assigning, as the IT weight of the entity with respect to the particular topic, a percentage of the one or more profiles that are known for the particular topic, wherein a profile is known for the particular topic when (i) the profile has issued at least a specified number of messages about the particular topic, (ii) one or more messages about the particular topic issued by the profile has been forwarded more than once by other profiles of the messaging platform, or (iii) both; identifying messages of the messaging platform that each contain at least one trending entity of the one or more trending entities; and inserting one or more of the identified messages into a message stream for the user profile.
 18. The system of claim 17, further comprising: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; computing a profile-specific score for each trending entity in the one or more trending entities based on (i) the IT weight of the trending entity with respect to a corresponding topic and (ii) an IP weight of the corresponding topic; and filtering the one or more trending entities to include only trending entities that have respective profile-specific scores that satisfy a threshold score.
 19. The system of claim 18, wherein a particular trending entity is trending within a first topic and within a second topic of the plurality of topics of interest, and wherein computing a profile-specific score for the particular trending entity includes calculating a combined weight for the particular trending entity based on (i) a first profile-specific score of the particular trending entity for the first topic and (ii) a second profile-specific score of the particular trending entity for the second topic.
 20. The system of claim 17, wherein the operations further comprise: filtering the one or more trending entities based on intra-topic weights of the trending entities, the filtering comprising: calculating, for each topic in the plurality of topics of interest, a respective list size, the respective list size setting a respective maximum number (N) of trending entities to be selected for the topic; and for each topic in the plurality of topics of interest, selecting, for inclusion in filtered one or more trending entities, N top trending entities associated with top N intra-topic weights with respect to the topic.
 21. The system of claim 17, wherein the operations further comprise: obtaining, for each topic in the plurality of topics of interest, a respective intra-profile (IP) weight that indicates a degree of interest the user profile has in the topic; and calculating, for each topic in the plurality of topics of interest, a respective list size that sets a respective maximum number of trending entities to be selected for the topic to be included in the one or more trending entities, wherein a ratio of a first number of trending entities selected for a first topic relative to a second number of trending entities selected for a second topic, corresponds to a ratio of a first IP weight of the first topic relative to a second IP weight of the second topic.
 22. The system of claim 21, wherein the operations further comprise: obtaining a predefined total number of trending entities to be included in the one or more trending entities, wherein the respective list size is calculated for each topic based on (i) an IP weight of the topic and (ii) the predefined total number of trending entities.
 23. The system of claim 17, wherein identifying one or more messages that contain at least one trending entity comprises: receiving a message issued on the messaging platform; parsing the message to detect a string that is capitalized or includes a special character; and determining an association between the detected string and the at least one trending entity, wherein the one or more trending entities are stored in a trends repository.
 24. The system of claim 17, wherein the inserting one or more of the identified messages occurs in response to a request from a client device for the message stream of the user profile, the method further comprising sending a plurality of message of the message stream, including at least one of the one or more identified messages, to the client device for presentation to the user in response to the request. 